The quality of your name is the key to whether you can arouse consumers' curiosity and make your brand famous. Many domestic century-old stores adopt elegant, simple and elegant names, such as "Lu Mingchun", "Tongrentang", "Tianhetang", "Rongbaozhai", "Yishoutang", "Yu Liangqing", " Hu Yumei", "Quan Jude" and so on. These store names have now become golden signs for attracting business.
The naming of enterprises or stores should follow the following principles:
1. The naming of companies, enterprises, and stores must comply with the naming culture with Chinese characteristics
Since ancient times, the Chinese They attach great importance to names, whether it is naming a person or a store, or even naming a dynasty and establishing the emperor's reign, etc., they are all very cautious. Not only that, but a naming culture with Chinese characteristics has also been formed.
In the Chinese naming culture that has been formed for a long time, "name" has two interpretations, broad and narrow.
In a broad sense, names refer to the names of all things that exist objectively, which are equivalent to nouns in language. Liu Xi of the Eastern Han Dynasty once wrote a book called "Remitting Names", which was dedicated to examining the reasons, gains and losses of the ancients' naming of all things in the world. The function of proper names is to more effectively distinguish between different individuals and different types of the same thing.
Whether it is a name in a broad sense or a name in a narrow sense, it is a specific symbol and has a different function within a certain range. Dong Zhongshu pointed out in "Chun Qiu Fan Lu": "The name means separation and dispersion." This is exactly what he said.
Naming refers to using language symbols to identify a specific person or object. This naming activity can only occur after the formation of language.
Due to the polysemy of Chinese words and the complexity of language phenomena, the choice of language symbols to represent specific named objects is not arbitrary or accidental. This inevitably includes social, cultural, and language constraints.
Once a name is established, spread, and recognized by society, it has a certain degree of stability. The relationship between name and reality is like a shadow, a sound, and it cannot be easily changed. Some names have gone through many changes. Nothing has changed for thousands of years.
Among all naming styles in our country. The names of people and places first appeared, around the middle and late stages of primitive society, when people had to coordinate with each other and engage in social production work. At this time, people's individual consciousness had already sprouted. The horizons and scope of activities are also expanding day by day, and names of people, places and tools appear in the constant exchanges.
Around the early stage of slave society, with the development of transportation and construction industries, the layout of the city began to take shape, and the names of streets and landscapes appeared accordingly.
Signboards, font sizes, and trademarks are all products of the commodity economy. Signboards appeared at the end of slave society. They started as physical signboards, and later evolved into words. In the early days of feudal society, they were formed on the basis of signboards. Later, the trademark name appeared; the trademark appeared in the middle period of feudal society, when the commodity economy was already quite developed.
It can be seen that the naming activities in our country have a long history. In the long-term naming practice, not only a unique naming tradition has been formed, but also many naming rules and methods have been summarized, and on this basis, a naming culture with rich connotations has been constructed.
2. Chinese naming traditions must be taken into consideration when naming companies, enterprises, and stores
The long history and culture and long-term naming practice have formed our country’s naming tradition that attaches great importance to meaning. This tradition has accumulated It reflects the psychological tendencies and language characteristics of our nation. At this point, it is unparalleled by any country that uses pinyin writing.
No matter what kind of company or store you name, the meaning of the words is the primary factor that must be considered. It includes two aspects:
First, Chinese characters are ideographic characters. Due to the influence of the ideographic nature of Chinese characters, people have developed a psychological mindset of "just as the name implies". A company store name with a beautiful meaning can generate good reviews from people.
Secondly, due to the influence of the tradition of exegesis of names, people always investigate the reasons for the names of things, and pay attention to meaning and textual research when analyzing words and characters, especially those corporate names and store names that are aimed at the public. People always talk about names. Therefore, if the name of the company's store is rich in meaning, it can make it easier for people to accept it.
3. When naming companies, enterprises, and stores, you must take into account the geographical environment factors of the location.
When naming a store, the geographical environment and historical and cultural background are also important factors that need to be considered. In the Japanese film market, the two companies "Fuji" and "Sakura", also because of the name problem, the last one became the king, and the other was Kou. Originally, in the Japanese film market competition in the 1950s, Sakura Company had more than half of the film market share. Later, Fujifilm's market share grew larger and larger, finally defeating Sakura Company and becoming the dominant player in the film market. According to market research, it turns out that in Japanese, the word "Sakura" reflects the image of "peach-colored, soft, blurry", while "Fuji" is connected with the blue sky and white clouds of Mount Fuji in Japan, giving people a good image. image. This example tells us that when naming a company, we should consider the regional environment and culture in order to make the corporate image everlasting. Specifically, the following three aspects should be considered:
First, the impact of geographical environment on naming
Place names in different locations (districts) with different commercial meanings have different chances of entering the store name. Much the same. Generally speaking, influential place names are easy to be used as store names, but not vice versa.
For example, in the area near the sea in Xicheng District, Beijing, the most concentrated geographical terms are "Xinjiekou" and "Drum Tower". Judging from the store names copied below. Famous shops may be named "Xinjiekou" or "Drum Tower".
Such as: "Xinjiekou Department Store", "Xinjiekou Food Store", "Xinjiekou Supermarket", "Drum Tower Grocery Store", "Drum Tower Hotel", "Drum Tower Bathroom", etc., There are many more.
Xinjiekou and Drum Tower are well-known names to Beijingers, and naming them after them has attracted much attention.
The above phenomenon can be summarized as follows: the probability of a place name entering a store name is directly proportional to the area's familiarity in people's minds.
In other words, the popularity of a place name is determined by the commercial status of the region (section), which affects the naming of company stores in the region (section).
Second, every enterprise or store is in a larger business environment, and the benefits of enterprises and stores are closely related to the business environment.
Name makers need to consider countermeasures in a specific environment, and store names often reflect this phenomenon. For example, there are two refrigeration stores on Lishi Road. The one on the left is called "Arctic Refrigeration and Air Conditioning Equipment Store" and the one on the right is called "Antarctic Air Conditioning and Refrigeration Equipment Store". Obviously the two families are facing each other. "Antarctic" versus "Arctic", "air conditioning and refrigeration equipment" versus "refrigeration and air conditioning equipment". The confrontation between the two store names is enough to show the strong sense of competition between the two companies.
4. The historical and cultural background must be considered when naming companies, enterprises, and stores
Due to different regional environments, there are also different historical and cultural backgrounds. When naming, merchants often grasp this A little to attract clients or customers. Take Nanjing City as an example to get a glimpse of this.
Among the many store names, those that use the names of Nanjing in various historical periods have become a distinct category. Most of them are named after "Jinling", such as "Jinling Hotel", "Jinling Rubber Store", "Jinling Flower Mat Store", "Jinling Pharmacy", "Jinling Hotel", "Jinling Cultural Instruments Professional Store", etc.
In addition, there are some with Nanjing aliases, such as: "Jiankang Knitted Cotton Fabric Store", "Nanjing Shicheng Lighting Main Store", "Shicheng Refrigeration Equipment Store", "Jianye Wujiaohua Store", etc. . As for "Zhongshan Decoration United Company", "Zhongshan Market", "Yangzi Store" and so on. As for "Zhongshan Decoration United Company", "Zhongshan Shopping Mall" and "Yangtze River Socks Store", "Zhongshan" and "Yangtze River" are the symbols of Nanjing.
There are many stores named "Jubao" near Nanjing Zhonghua Gate: "Jubao Department Store", "Nanjing Jubao Building Materials Store", "Jubao Hotel" and so on. If there is no reason, "Jubao" is actually a common store name, not much better than "Zhaocai" or "Jinbao". However, no one who has a little knowledge of the history and culture of Nanjing would think so, because this is an allusion.
It is said that Zhu Yuanzhang built the "China Gate" in the Ming Dynasty, and it collapsed after many constructions (according to the investigation of geologists, there are many quicksands in the strata here).
Later, with the help of the cornucopia of the wealthy Shen Wanshan, which was buried at the foot of the city wall, the "Chinese Gate" was built. "Zhonghua Gate" was also called "Jubao Gate" at one time. The above situation shows that the store name is also like a window through which ancient history and culture can be reproduced.
5. The naming of companies, enterprises, and stores must be consistent with the products they operate
The naming method of enterprises, companies, and stores can usually reflect the business characteristics of the operator, or reflect the main business The excellent quality of the store makes it easy for consumers to identify the business scope of the store and create a desire to purchase.
For example, "Tongrentang" and "Heniantang" are well-known as time-honored traditional Chinese medicine stores. "Tang" has become a conventional identification mark for a Chinese medicine shop, so customers will know that it sells traditional Chinese medicine as long as they look at the "Tongrentang" sign or other "Tang" signs. Another example is the store name "Gongdelin", which reflects that the operator is good at cooking vegetarian dishes. Such a name is closely linked to its business content, which is very helpful in attracting customers.
6. The names of companies, enterprises, and stores must be novel and unconventional, and can quickly catch the eyes of consumers
The names of companies, companies, and stores must be novel and arouse the public’s attention. Interest and business motivations that attract them, such as store names such as "Kouyixian", "Dasanyuan", and "Goubuli", all arouse consumers' interest and curiosity.
7. The names of companies, enterprises and stores should be concise, easy to read and remember
The names of companies, enterprises and stores should not be too complicated, otherwise it will cause side effects. For example, some people like to use complicated or uncommon characters as their names, so that people not only cannot recognize them, but also cannot pronounce them. To avoid this situation, generally they will not contact such companies or enterprises, and customers will not. Go through the door of a store with such a hard-to-recognize name. Store names such as "Wankelai", "Banfenli" and "He Taste" are clear, concise and easy to spread.
8. The naming of companies, enterprises, and stores should give people a sense of beauty and artistic accomplishment
A good name has cultural heritage and makes consumers feel comfortable. Names such as "Daheng Longchang Construction Company", "Yuanyi Culture Company", "Louwailou", "Taotaoju" and so on. < /p>
Only by following the above eight principles when naming companies, enterprises, and stores can you come up with a good name!